• J. Ramya
• Dr. G. Rajesh Kumar

Abstract: The rapid expansion of e-commerce platforms has significantly transformed consumer purchasing behavior, particularly by encouraging impulse buying. Impulse buying behavior refers to spontaneous and unplanned purchases influenced by various promotional, emotional, and convenience-related factors. The present study aims to examine the determinants of impulse buying behavior among e-commerce users in Chennai City. A descriptive and analytical research design was adopted, and primary data were collected from 83 respondents using a structured questionnaire. Statistical tools such as percentage analysis, mean score analysis, correlation, and regression analysis were employed using SPSS software. The findings reveal that promotional factors such as discounts and flash sales, emotional gratification, and convenience factors including easy payment options and quick delivery significantly influence impulse buying behavior. Website and app design and social influence were found to have a moderate impact. The study provides useful insights for e-commerce platforms to adopt ethical promotional strategies and for consumers to develop mindful purchasing practices. The research contributes to the growing literature on online consumer behavior in an urban Indian context.

Index Terms: Impulse Buying Behavior, E-Commerce, Consumer Satisfaction, Online Shopping, Promotional Factors.

"A Study on the Determinants of Impulse Buying Behavior among E-Commerce Users in Chennai City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.f387-f391, January-2026, Available :http://www.jetir.org/papers/JETIR2601556.pdf

"A Study on the Determinants of Impulse Buying Behavior among E-Commerce Users in Chennai City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. ppf387-f391, January-2026, Available at : http://www.jetir.org/papers/JETIR2601556.pdf